UCEA 15th Annual Marketing Seminar
February 15-17, 2007; San Francisco, CA
http://www.ucea.edu/pages/2007mktgseminar.html

Maintaining Your Brand's Integrity in the Internet Age
Abstract

In the age of the Internet, there is tremendous opportunity to take your brand nationally, however, an institution's brand standards can be difficult to maintain and monitor for integrity. Many institutions have developed strict branding standards that reflect the mission of the school and while Internet lead generation is huge for distance learning programs it poses some difficult challenges to enforcing standards. These standards include not only school graphics and messaging but also placement on online education directories and affiliate networks. Does placement next to a for-profit school detract from your institution's brand? Should you generate leads via affiliate networks when you have limited control over which websites your message appears on? These are some of the questions we will be discussing. Brand integrity is one of the foremost concerns Boston University raised after partnering with Compass Knowledge Group to launch the online Master's and Doctorate in Music Education degree programs. These programs have enrolled over 400 students within the first year. Together we have established policies to protect against the brand's erosion. We will share the requisite criteria for developing and implementing strategies to ensure brand integrity when generating leads via the Internet. Topics of discussion will include: maintaining consistent brand messages on the Internet, monitoring brand integrity, selecting appropriate Internet marketing sources to utilize.

Presented By:
Roxolana Sawchuk
Director of Marketing, Boston University

Suzanne Powers, MBA
Director of Marketing, Compass Knowledge Group